​MassMutual deals with some uncomfortable truths

In this evolution of the campaign, MassMutual and Grey New York set out to continue with MassMutual’s purpose of helping people secure their futures and protect the ones the love, with work that demonstrates more real-world examples of the uncomfortable conversations around finance many Americans still avoid.

“The new Uncomfortable Truths campaign aims to increase customers’ consideration of our brand by showing how a relationship with a MassMutual Financial Professional can help them secure their future and protect the ones they love.” explained Jennifer Halloran, Head of Brand and Marketing.

“This campaign presents the reality that many families struggle to talk about finances. Our goal is to connect with the millions of American families who relate to these ads and introduce them to MassMutual as a company they can trust, while also deepening relationships with existing customers.”

The campaign balances humour and humanity, showing a mother and father grapple with having no one they can ask for trusted financial advice, except for maybe their tween daughter’s teacher. And a father who gives his son advice on almost everything, except when it comes to financial advice.

Then, in a rare glimpse of the sleepless nights many Americans endure due to their finances, we meet a much-in-need-of-sleep father sharing his financial struggles through a ‘FinTok’ posting spree. This social component of the campaign works in perfect concert with the TV spot, where we see the aftermath of his very public gaffe, as his family reels in embarrassment.

With these relatable scenes, MassMutual aims to inspire more Americans to take on their uncomfortable financial conversations with a trusted financial professional, to feel comfortable about tomorrow.